Growth Lead · Paris
Hello, I'm Matteo
I build growth systems that compound — product journeys, incrementality-backed media, and partner machines regional teams can run. This dashboard is my CV: indexed metrics and a real operating model, no vanity numbers.
Growth Overview
Performance scorecard across acquisition, product, and retention
Paid Efficiency vs Spend
IndexedIndexed to baseline 100 · Meta-led portfolio reallocation
Channel Attribution Mix
Share %Share of attributed D2C (%) by quarter
Platform Performance
IndexedEfficiency index by platform (base 100)
Product-Led Growth
Intent-based upgrade engine + RAF elevated with in-app boosts. A/B'd to always-on BAU.
Incrementality-Backed
Geo-lift at meaningful spend when MMM failed. Cleaner read unlocked more Q4 budget.
Partner Machines
Central enablement for country leads. Privacy-aware creator pipeline. Affiliation hardened through cycle.
Paid Performance
Cut waste, reallocate to incremental contribution, prove lift
Meta: Efficiency vs Spend
IndexedIndexed to baseline 100 · Portfolio lead
Strategy: Cut waste hard, reallocate within Google+Meta portfolio.
Result: Meta efficiency roughly doubled (index ~230) while spend fell ~⅔.
Platform Portfolio Mix
Share %Relative share of paid spend (%)
Portfolio reallocation based on incremental contribution, not vanity metrics.
Meta led efficiency gains; Google provided stable baseline and reach complement.
US Geo-Lift Experiment
IncrementalityIncremental lift by test cell · Meaningful spend scale
Problem: MMM couldn't separate crypto market noise from paid lift at scale.
Solution: Co-designed large US geo-lift experiment with Data Science team. Real spend, clean treatment vs control.
Result: Cleaner incremental read at +10% and +20% spend levels. Unlocked more Q4 budget allocation based on proven lift.
Portfolio Approach
Manage Google + Meta as one portfolio, reallocate budget on performance.
- • Kill low-ROI campaigns, redeploy to winners
- • Weekly scorecard with Finance in the loop
- • Platform-reported ROAS ≠ last-touch attribution
Incrementality First
When attribution fails, measure true lift with experiments.
- • Geo-lift at meaningful spend scale
- • Collaborated with Data Science on design
- • Budget unlock backed by clean causal read
Product Growth
In-app upgrade engine + RAF elevation · Shipped with Product & Eng
CRM Share Growth
Share %Share of attributed D2C (%) · Engine not campaign
Inflection: CRM share climbed from high-single-digits to mid-teens after upgrade engine went always-on.
Not launch week alone — sustained post-activation growth.
Upgrade Engine Journey
IndexedIndexed performance · Intent-based triggers
Triggered when legacy device hits incompatible feature → guided path to next-gen device.
Continuous A/B with Product & Eng → always-on BAU.
Product Mix Shift
Share %SKU family share (%) by quarter
Next-gen device family share grew ~+6pts. Directional lift — promos and market dynamics overlap, so not a clean incrementality claim.
Engine shipped: launch → OK2Launch → BAU always-on. Reusable pattern for future product waves.
Intent-Based Upgrade
Not a blanket upsell — trigger on incompatibility, guide to next device.
- • Continuous A/B testing with Product & Eng
- • Offers and mechanics refined in-flight
- • Shipped to always-on BAU, reusable pattern
RAF Elevation
In-app boost campaigns so acquisition rides existing user base.
- • Time-limited boosts for referrer + referee
- • Push and in-app placements coordinated
- • Acquisition contribution without pure paid spend
CRM OS
Supporting systems for a hireable, scalable team.
- • Automated reporting dashboards
- • Clear roles, JDs, and backfill playbooks
- • Engine mindset: always-on, not campaign firefighting
Collaboration Model
Shipped with Product & Eng, not "asked for features."
- • Joint A/B ownership and decision-making
- • Growth embedded in product roadmap planning
- • Scorecard visible to all stakeholders
Organic & SEO
Largest attributed channel · Quality metrics improved together
Search Quality Improvement
IndexedIndexed: Clicks, Position & CTR together (Jul→Sep)
Clicks/day: up ~+⅓ in the window
Position & CTR: both improved (not just more impressions)
Quality metrics moved together — real search health, not vanity volume.
Attribution Mix Baseline
Share %Organic remains largest channel (%)
Organic ~⅓+ of attributed D2C — still the biggest single bucket.
Honest frame: share softens as paid share grows. Absolute organic not broken, just mix rebalancing.
GEO / AI-Referred Demand
BaselineEarly instrumentation baseline · Channel tracked
Goal: Instrument GEO and AI-referred demand early, before volume scales.
Status: Channel live in attribution. Revenue tracked but tiny by design — the win is the baseline, not the euros yet.
When AI referral scales, we'll have clean historical comparison and attribution infrastructure ready.
Quality over Volume
Clicks + position + CTR improving together means real search health.
- • Not just impression growth (vanity metric)
- • Jul→Sep window shows cohesive quality lift
- • Organic remains largest attributed channel
GEO / AI Instrumentation
Track new channels early to establish baseline before scale.
- • Attribution infrastructure live
- • Volume tiny now, baseline is the asset
- • Ready for clean historical comparison when it scales
Honest Channel Frame
Organic share softens as paid and CRM grow — that's the strategy.
- • Absolute organic not declining
- • Share mix rebalancing per plan
- • Still largest single attribution bucket
Measurement Rigor
Track what matters; avoid vanity metrics.
- • Quality metrics (position, CTR) not just impressions
- • Early baseline better than late scramble for retroactive data
- • Attribution clarity feeds budget allocation
CRM & Lifecycle
Engine not campaign · Share up after always-on · Hireable team
CRM Share Growth Timeline
Share %Share of attributed D2C (%) · Inflection post always-on
Baseline (H1): ~8–9% of attributed D2C mix
Post always-on (Aug+): climbed to ~15%+ after upgrade engine activated
Inflection is sustained — not launch week spike, real channel rebalancing.
Engine Mindset
Build always-on systems, not one-off campaigns.
- • Intent-based upgrade engine (A/B → BAU)
- • Reusable pattern for future product waves
- • Sustained lift, not launch week vanity spike
CRM Operating System
Supporting infrastructure for scale and handoff.
- • Automated reporting dashboards (no manual pulls)
- • Clear roles, JDs, and backfill playbooks
- • Lifecycle calendar visible to all stakeholders
Hireable Team
Built for growth: clear structure, not hero dependency.
- • Team of ~6 with defined swim lanes
- • Backfill-ready roles (not tribal knowledge)
- • Recruited, coached, and retained talent
Cross-Functional
Shipped with Product, Eng, Data Science.
- • Joint A/B ownership with Product & Eng
- • Scorecard visible to Finance for budget calls
- • Lifecycle embedded in product roadmap
CRM share climbed from high-single-digits to mid-teens after the upgrade engine went always-on. Not a launch week spike — sustained channel rebalancing backed by intent-based product journeys.
The win isn't just the share lift. It's shipping an always-on engine with Product & Eng that's reusable for future waves, plus the CRM OS and team structure to scale it without hero dependency.
Partners & Creators
Central enablement · Privacy-aware scoring · Affiliation hardened through cycle
Affiliation Volume Trend
IndexedIndexed to Q1 baseline · Market-driven
Context: Volume and partner count fell with crypto market cycle.
Economics: Revenue per order flat YoY — unit economics held. Didn't chase volume by degrading commission structures.
Creator Pipeline Funnel
FunnelPrivacy-aware enrichment & scoring
Flow: Intake → enrich with public data → DS score vs "what a strong creator looks like" → handoff for onboarding.
Internally hosted tool; vibe-coded for ops efficiency.
Affiliation 2.0 Program Hardening
Durable structure through downcycle
Affiliation volume and partner count fell as crypto market contracted. Revenue per order stayed flat YoY — the channel held unit economics rather than buying volume with worse deals.
Average: low-single-digit %. Top partners: high-single-digit %. Attribution visible to country leads.
Affiliate 2.0 structure ready for next upswing. SOPs end-to-end, contracts clean, perf reporting centralized.
Frame: channel cyclical, program durable. When the market comes back, the infrastructure is ready.
Country Enablement Model
Central playbooks, local execution, field learnings fed back.
- • Playbooks, créas, tooling centrally maintained
- • Country partnership leads execute locally
- • Performance and contracts visible centrally
- • Governance: business cases, perf bars, legal clarity
Privacy-Aware Creator Pipeline
Internally hosted tool for enrichment & scoring.
- • Intake → enrich with public data
- • DS model: score vs "strong creator" profile
- • Handoff to partnership team for onboarding
- • Vibe-coded for ops speed, privacy compliance
Honest Cycle Navigation
Volume fell with market; economics held; program hardened.
- • Revenue per order flat YoY (didn't degrade deals)
- • Conversion clarity: low-single-digit avg, high for top
- • Affiliate 2.0 structure ready for upswing
Durable Infrastructure
Built to scale when the market returns.
- • SOPs end-to-end for onboarding & management
- • Contracts clean, performance reporting centralized
- • Country leads trained and equipped
Career Timeline
From experiments to scale-up growth lead · Product + data + teams
Skill Capital Over Time
Cumulative expertise acquisition across roles · Hover to explore
Ledger
- Owned growth stack: Paid, SEO/GEO, Affiliation, CRM/Lifecycle
- Product-led: intent upgrade engine + RAF elevation (A/B → always-on)
- Paid efficiency ~×2 while cutting spend hard; share doubled YoY
- CRM share climbed from high-single-digits to mid-teens post-engine
- Geo-lift at meaningful spend when MMM failed → unlocked Q4 budget
- Partners: country enablement + privacy-aware creator pipeline
- Collaborated with Product, Eng, Data Science, Finance, country leads
Builde
- Helped 25+ clients across CRM, ERP, and automation systems
- Delivered 2 full CRMs, 1 ERP from scratch
- Shipped end-to-end: insuretech MVP (UAE) + basketball social (France)
- Epic → production solo: full-stack ownership, not agency slideware
- Proof of range: ops systems, product shipping, client breadth
Spark
- Growth & performance at hardware scale-up
- Media buying and acquisition at scale
- Learned to ship with Product, coordinate cross-functional
- Foundation before crypto wave
Potloc
- Early growth experiments and acquisition foundations
- Operating with imperfect data, fast iteration
- First exposure to product-led growth thinking
- Foundation: growth systems in startup environment
Operating Model
How I run growth: systems that compound, backed by measurement
Clear owners, dependencies mapped, metrics visible. Reallocate budget on performance with Finance in the loop.
Ship with Product & Eng, not "ask for features." Continuous A/B to always-on BAU, reusable patterns.
When attribution fails, measure true lift. Geo-lift, holdouts, whatever proves the read. Budget follows the proof.
Build hireable teams with clear roles. Kill initiatives with re-entry triggers when needed. No hero dependency.
Open to Growth Lead / Head of Growth Roles
Looking for roles where I can build growth systems that compound: product journeys + incrementality-backed media + partner machines regional teams can run — then put budget and roadmap behind what the scorecard proves.
Get in Touch
Let's discuss how I can help drive growth for your product
Matteo Mariat
Growth Lead · Performance Marketing · Lifecycle
About This Dashboard
This interactive CV is built as a growth analytics dashboard to showcase both my growth expertise and technical execution. All metrics use indexed values and relative comparisons to protect company confidentiality.
Open to Opportunities
Looking for Growth Lead or Head of Growth roles where I can build systems that compound: product journeys, incrementality-backed media, and partner machines.